Case Studies Telemarketing

OUTBOUND TELEMARKETING

Survival in today's Telecom communications marketplace means companies must develop and promote new services and products at a record pace, while continually providing upgrades to existing products and service plans. Plus, fierce competition is making it easier for customers to "shop around "for better deals, increasing their likelihood to churn.

About Client Background :

The client is Canada's national communications company engaged in cellular, Digital PCS, paging and data communications, cable television, high-speed Internet access and video retailing.

Strategy :

The company preferred to choose Go4Customer in early January 2004 to be part of the company ’s Marketing/Promotion plan, which allowed Go4cutomer’s contact center in Jaipur, India, to be a main player in the company ’s offshore strategy. The program was an outbound telemarketing one to up sell High Speed Internet (Cable modems) connections to the client's existing customer base of cable television in Canada. The program was an inherently challenging program for 3 main reasons:
 

• High costs of Cable Internet t access as compared to Dial up
• Low penetration of high Speed Internet in the Canada market, vis-à-vis dialup.
• Technical nature of the selling process

The Go4Customer Solution :

Based on our understanding of the program requirements, Go4Customer setup operations and quality control practices to be fully compliant with the client's needs. Some of the salient points during the implementation phase included:

• Stringent focus on high quality recruitment and training (especially blending technical training and selling skills training) 
• Rigorous operations and quality control processes.
• Close coordination and working relationship with our client for product training and quality calibration.
• Performance metrics/ incentives were aligned with the objective of maximizing sales per hour (SPH) .
• Setting up of complete technology infrastructure including the custom reports, systems for remote 3rd party sales verification, remote client monitoring and secure data transfer using FTP protocols.

The salient points once the pilot went live included :

• Regular joint call monitoring with the client to review performance
• Additional refresher classes were conducted to build selling skills specific to program
• Cross selling of new products to existing customers

Results :

Within 5 weeks of the pilot going live, Go4Customer began to achieve the SPH targets as well as outperform the client's in-house centers. Thereafter, in addition to High Speed Cable Internet, Go4Customer went on to run telemarketing campaigns for other products and services all across the Canada.